As this cycle of Upfront presentations approaches its grand finale next month, and more broadcast and cable networks launch more programmatic means of executing ad sales, some advertising executives are wondering aloud (or in private) if they'll be forced into a judgment call with major ramifications regardless of their choice. Those choices were made clear last week over breakfast at Cadent Network's forum at the elegant Edison Ballroom: Base your Upfront commitments on the quality of TV content and its location, or on the qualities of who's watching, gathered from improved data gathering and programmatic technology.
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